Introduced for Spring 2014, the "Discomfort Chasers" campaign incorporated deep consumer insights and refined the marketing strategy to introduce and highlight the value proposition and new tagline: "Never Uncomfortable", which addresses   more than how Sanuks feel on you feet: it's about being comfortable in your own skin. In true Sanuk (irreverent) form, the double-negative tagline breaks the rules of traditional thinking and opens a new dialog around the emotional benefits of how wearing Sanuk's makes you feel.  This campaign generated over 180MM impressions resulting in a 6% lift in unaided brand awareness, a 13% increase in future purchase intent, a 93% increase in website traffic and a 57% increase in e-commerce revenue.